Salespeople are wise to focus on their existing customer base to impact success during economic recovery. Competitors are getting creative and aggressive and existing relationships could be up for grabs ... unless...you treat your existing clients like new customers. Think about how you treat new customers.
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During economic recovery, treat your customers like new customers by trying the following things:
- Conduct a thorough needs-analysis with them to make sure your solutions still are solutions. Their business has likely changed like the rest of the world.
- Find out where they need help and deliver.
- Figure out how your company can better service them - clear billing, better response on customer service issues, etc.
- Bring senior leaders to face-to-face meetings to thank them for their business and show how valuable they are to your company.
- Sincerely thank them for their business.
- Share new ways to solve old and new problems.
- Share industry expertise. Help them be innovative.
- Help them help their customers succeed.
- Learn everything you can about their business - you'll recognize ways to help them the more you know their business.
- Be attentive, present and part of the team.
- Commit to quarterly business reviews to hold yourself accountable to the results you promised.
- Make sure they know all that you can do for them. (Exercise: Think of 10 things your top customers may not know about your offering that may help them.) Figure out how to share all your services without giving a sales pitch. Your competitors are sharing this information. It's best to share this information in response to a business need they have.
- Be someone they can't live without.
Competitors are gunning for your clients. Treat your existing customers like the gold that they are.
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